Shareholder value
Menthol cigarettes were first promoted to soothe the airways of “health conscious” smokers. Long used as an analgesic, menthol evokes a cooling sensation that masks the harshness of tobacco smoke. In the competition to capitalize on the growing menthol market, the industry’s marketing experts “carved up, segmented, and fractionated” the population, exploiting psychology and social attitudes to shape product preferences.
[emphasis added]